All Gen Zers are hugely influential on their families and friends purchases especially across categories that directly impact their image such as in apparel, athletic shoes, school supplies, as well as in categories reflecting their taste preferences such as eating out, fast food and candies. The main difference uncovered by SSG’s Gen Z 1.0 is that Hispanic Gen Z has much greater influence than their counterparts on larger purchases like cars, trucks and technology products.

What Gen Zers Influence?

All Gen Zers are hugely influential on their families and friends purchases especially across categories that directly impact their image such as in apparel, athletic shoes, school supplies, as well as in categories reflecting their taste preferences such as eating out, fast food and candies.

The main difference uncovered by SSG’s Gen Z 1.0 is that Hispanic Gen Z has much greater influence than their counterparts on larger purchases like cars, trucks and technology products.

Who Influences Gen Zers?

It appears that while immediate families have a similar level of purchase influence on both Hispanic and WNH Gen Zers, White NH Gen Z are much more likely to be influenced by their friends.

Importantly, brands that make community-based and social impact missions appeal more to Hispanic Gen Zers. Conversely, when making decisions on what products to buy, White Non-Hispanics are more pragmatic with and are less influenced by companies’ social stances.

The study will be released during the Multicultural R360 Summit at the Hilton Bayfront in San Diego, this Thursday, August 25th at 3:30-4:15 p.m.